If you’re still on the fence about content marketing, you’re going to get left in your competitors’ dust. We’ve already established that 85% of consumers regularly seek out trusted expert content when considering a purchase and on that journey they engage with over 11 pieces of content on average before making a purchase. In the B2B space, 3X as many buyers prefer to self-educate and do their own research through content marketing before contacting sales. But focusing on your customers in your content marketing strategy can help you make huge advances in your ROI.
At the Turing Festival: Full Stack Marketing 2015 conference, I explained how content marketing is a given, but focusing on your customers in your content marketing is more efficient and will make you more money. Seeking out new audiences and customers, while important, costs 6-7X more than maintaining your current customers. In 2014, content marketing influenced over $72M in NewsCred’s customer lifetime value. The video below goes over the following topics: